This qualitative investigation recruited 15 key informants including 5 politicians, 4 senior policy analysts and 7 leading tobacco control advocates. Five identified as Māori and 3 as Pacific; all had leadership roles in promoting, developing or implementing tobacco control policy. All informants took part in semi-structured interviews seeking their opinions on the feasibility and likely effectiveness of interventions designed to reduce smoking prevalence among 18–24-year-olds. The participants discussed 9 policy options, all of which could either promote greater mindfulness or introduce barriers impeding smoking uptake: smoke-free outdoor dining and bars; no tobacco sales where alcohol is sold; social marketing campaigns; real life stories (testimonials); life skills training; raise purchase age to 21; tobacco-free generation; smokers’ licence; make tobacco retail premises R18. Thematic analysis of the interview transcripts revealed that the participants considered the more effective policies were those that denormalised tobacco; made it less convenient to access and use; highlighted immediate disadvantages (e.g. impact on fitness); aligned with young people’s values; and addressed the underlying causes of smoking (e.g. stress). Participants highlighted some political barriers and some questioned whether raising the legal age of tobacco purchase to 21 might widen ethnic disparities in New Zealand, as underage access to tobacco is more prevalent in Māori and Pacific communities. Two interventions were viewed as both politically feasible and likely to lower smoking rates among young adults: social marketing campaigns and extending smoke-free regulations to include outdoor areas of cafes and bars.
